Alessandro Michele's Unique Approach To Crafting Filmlike Advertising Campaigns

To understand Alessandro Michele’s Gucci, one has to immerse themselves in the universe he has created. Cheryl Chan takes an in-depth look at the Italian creative director’s unique approach to crafting filmlike advertising campaigns

- Cheryl Chan

IN 2015, WHEN THE THEN relatively unknown Alessandro Michele was first tasked to take over Gucci as its creative director, no one would have predicted the cultural juggernaut that the Italian fashion house would eventually become. And in such a short time, no less. While Michele had already started working there in 2002 and was associate designer to former creative director Frida Giannini from 2011, there was close to no public information about him, or hints of the Gucci universe he was about to create.

And what a world he has created. With his highly original vision, Michele didn’t just rejuvenate Gucci, he made it relevant again. In 2017, the house reported a first quarter revenue increase of 51 per cent—its strongest in 20 years. It went through an entire rebranding exercise to position itself as fashion’s vanguard, even though it has a century-long history as a luxury house. This was a man who was presented as fashion’s messiah by an industry that was craving for something new, and he was going to be Gucci’s saviour. And with his long dark flowing locks and beard, he even looked the part.